But a bigger - and perhaps slightly more revealing clue to the taste of this Cookie Butter is also right there on the jar, but closer to the bottom: "gingerbread." Ah, now you're speaking my language, Trader Joe. I know what gingerbread is. I know what gingerbread cookies are. I know what gingerbread men are. I think most of us have seen Shrek.
And the part about being "deliciously unusual" kind of made me raise an eyebrow the first time I read it. Any time you use a word like "unusual" on the label of a food product, you had better add something about deliciousness, or you simply won't sell your product. It's just kind of a marketing no-brainer.
But at any rate, marketing gimmick or not, the phrase "deliciously unusual" pretty much nails this TJ's Cookie Butter in my opinion. "A deliciously unusual spread reminiscent of gingerbread and made with crushed biscuits." That whole spiel is pretty darn accurate, if you ask me, except for maybe the very last part.
Oh—and for those of you who don't speak British, "biscuit" is what they call a cookie in the UK. However, I find no evidence of any cookie texture at all. If this stuff ever came in the form of a biscuit or cookie or whatever, it has been pulverized well beyond recognition. The phrase "crushed biscuits" makes me think of chunkiness. But this stuff is smoooth. Aww yeeeah. Smooth like you should be imagining Isaac Hayes saying "smooth" instead of a nerdy foodie-hack white boy—which, incidentally, is how you should be imagining the rest of this article being spoken—if, in fact, you imagine food reviews being spoken out loud as you read them at all.
"Better than butter, baby," interjected Isaac Hayes.
That's right. If you like - or really even just tolerate gingerbread, I can't imagine you not liking this product. It's in the upper echelon of spreads. It's right up there with Peanut Butter, Nutella, and Marshmallow Fluff. Really probably better than Marshmallow Fluff. And I like Marshmallow Fluff.
Sonia agrees that it's a winner. This is exactly what we expect from Trader Joe. A weird product that's actually good. Uniqueness done right. TJ's takes risks—and while many of those experiments fall flat on their faces, this Cookie Butter is case in point for why this blog exists.
4.5 stars from Sonia. 5 stars from me.
Bottom line: 9.5 out of 10 stars.